Exploring the Frontiers of Marketing: Key Insights from the EDHEC Impactful Consumer Research Workshop

Opening the Day: EDHEC’s Commitment to Research

The event kicked off with a welcome address from Michael Antioco, EDHEC Professor and Dean of Faculty and Research. He emphasized the school's strong commitment to research, underlined by a significant investment in this area — approximately €17.5 million annually, with plans to double that amount over the next four years.

He expressed his enthusiasm for the high-profile lineup of speakers and stressed the importance of the event for EDHEC’s ongoing growth in academic prestige. Finally, Michael Antioco warmly thanked the organizers of this event, namely Marie-Cécile Cervellon, EDHEC Professor and head of the Marketing Department, Ivan Gordeliy, EDHEC Assistant Professor.

Language Research in Marketing: The Power of Words

Ann Kronrod - Associate Professor at the Manning School of Business, University of Massachusetts Lowell - in her session on "Language Research in Marketing," captivated the audience with insights into how language influences consumer behavior. Kronrod’s work delves into various aspects of linguistics—phonetics, morphology, syntax, and pragmatics—and how these factors shape marketing strategies. She emphasized the profound impact that even subtle language choices can have on consumer perceptions. For instance, the simple placement of a vowel can affect how heavy or sharp a product feels in consumers’ minds.

Her engaging discussion of cross-cultural linguistics also led to a lively exchange with and among participants on how different languages express emotions and influence consumer responses globally. They explored the implications of language on marketing across cultures, sparking a rich dialogue about the intersection of sociolinguistics and marketing.

The Social Media Penalty Effect: A Cautionary Tale

Neeru Paharia’s presentation on "The Social Media Penalty Effect" brought attention to the unintended consequences of social media usage on perceptions of self-control. N. Paharia is Professor and Juanita and Phil Francis Faculty Fellowship at the Arizona State University; her research, based on numerous experiments - aimed at tackling different facets of the problem - revealed that individuals who frequently browse social media are judged negatively by observers, particularly in contexts where self-control is important—such as when choosing a service provider or a partner.

The discussion highlighted the practical implications for marketers and individuals alike, with some participants questioning how brands and individuals can manage these perceptions. The audience and the speaker exchanged diverse perspectives on the role of social media in shaping both consumer behavior and personal reputations.

What Makes Consumption Experiences Truly Special?

Michel Tuan Pham is currently the Kravis Professor of Business in Marketing at Columbia Business School; his session entitled “What Makes Consumption Experiences “Special”? A Multi-Method Integrative Analysis” explored the key factors that elevate consumption experiences from ordinary to special. Drawing on a multi-method approach, Pham identified three main pillars that make experiences stand out: uniqueness, meaningfulness, and authenticity. He also took time to gain a better understanding of so-called ‘extraordinary’ experiences and how they relate to those experienced or presented as special. Using examples ranging from dining to travel, he demonstrated how marketers can create exceptional experiences that deepen consumer loyalty and engagement.

This talk prompted thought-provoking discussions about the future of experience marketing, with participants sharing insights on how brands can integrate these pillars into their strategies. The interactive nature of the session underscored the ongoing evolution of consumer expectations in the experience economy.

Generative AI and Creativity: Risks and Opportunities

Dipayan Biswas - Frank Harvey Endowed Professor of Marketing at Muma College of Business, University of South Florida - addressed an increasingly relevant topic around his recent research entitled “Generative AI as Product Designers: Role of Perceived Creativity”. He suggests that while AI can streamline product development, disclosing its role may lower consumers’ perception of creativity. In a series of studies, Biswas found that when companies reveal that AI was responsible for design, it leads to lower purchase intentions due to the perceived lack of divergent thinking. The results challenge the current marketing trend of promoting AI involvement and call for a more nuanced approach when integrating AI into product design.

This sparked heated debates, with many attendees questioning how far AI can push the boundaries of creative innovation and whether human creativity might still hold a unique place in product development.

Humans vs. AI in Content Creation

Stijn Van Osselaer, S.C. Johnson Professor of Marketing at Cornell University, presented one of his latest paper - “The Human Appreciation Effect: The Impact of Evaluation Mode on Consumer Evaluations of Human and AI-generated Content” - which investigates how consumers evaluate content created by humans compared to that generated by AI. His research took the audience on a journey through different, sometimes counter-intuitive, perspectives. He stressed that when consumers evaluate AI-generated content side by side with human-created content, they tend to prefer human creations more strongly. This finding contradicts the assumption that AI can easily replace human creativity, highlighting that consumers value human input, especially when they are aware of the alternative.

The session opened an intense debate on the implications for industries increasingly relying on AI for content creation. Van Osselaer’s findings suggest that marketers should be cautious about how they present AI-generated content, as it could distract customers from the desired effect, i.e. novelty and innovation. The audience exchanged views on how to balance human and AI collaboration in marketing, with some advocating for more transparency about the use of AI.

Corporate Activism: Good for Business?

Amir Grinstein is currently Associate Professor of Marketing Northeastern University/VU Amsterdam. He closed the day with a compelling discussion around his work “Corporate Activism: Is it Good for your Business? A Multi-Method Approach”, examining whether companies should engage in sociopolitical issues. His multi-method research analyzed the growing trend of corporate activism, focusing on how it influences consumer, employee, and investor perceptions. While activism can generate strong consumer loyalty, it also comes with risks, especially when addressing divisive issues.

The talk sparked a spirited debate about the role of brands in social and political discourse, with participants weighing the pros and cons of corporate activism. He pointed out that his work almost exclusively concerns North American brands and social debates, emphasizing that talking about this work in Europe always reveals insightful perspectives on the topic.